For those born in the 1980s, 1990s, and even 2000s, Wei Long La Tiao is a childhood memory of a generation. However, because of high sugar, salt and oil, spicy noodles are regarded as "Junk food".

Recently, Wei Long and Liangpin Shop started a "fight".

Wei Long accuses Liangpin Shop of patent infringement

A few days ago, Luohe Pingping Food Co., Ltd., an affiliated company of Weilong, newly announced the opening of the court session. The defendant was Hubei Liangpin Puzi Food Industry Co., Ltd., and the cause of the case was a dispute over infringement of utility model patent rights. The case will be heard in the Intermediate people's court of Zhengzhou City, Henan Province on July 26.

The plaintiff in this lawsuit, Luohe Pingping Food Co., Ltd., was founded in September 2004. Its legal representative is Liu Zhongsi, with a registered capital of 120 million yuan. Its business scope includes food production, food sales, food additive production, and sales of general merchandise. Luohe Weilong Trading Co., Ltd. holds a wholly-owned share.

According to the online retrieval data of the China National Intellectual Property Administration, Luohe Weilong Trading Co., Ltd. currently has 85 utility model patents, mainly including product packaging boxes, packaging bags, display racks, etc., involving product types including kiss burning, spicy, wind eating kelp, konjak, gluten, spicy stick, chicken nuggets, Soy egg, bean skin, potato chips, coarse grain era, Stinky tofu, potato chips, dried eggs, sausage, chicken feet, chicken legs There are many kinds of edible fungus, dried tofu, crispy vegetables, crispy rice, orchid beans, etc.

Luohe Pingping Food Co., Ltd. has 29 utility model patents, mainly for food production equipment, food packaging, etc.

The dispute over the infringement of utility model patent rights this time is likely to involve food packaging.

Liangpinpu responded that both parties have reached a settlement

In this regard, some reporters inquired about the specific details of the dispute from Liangpin Store, but the other party did not disclose it.

Behind this lawsuit is a game between two major snack giants. From last year's financial data, it can be seen that Weilong's revenue and profit have both decreased, while Liangpin Store has achieved a double increase in revenue and profit. However, compared to recent years' data, it can be seen that Liangpin Store has actually "increased revenue without increasing profits".

On the evening of July 6th, in response to this lawsuit, Secretary of Liangpinpuzi told reporters, "After active and friendly communication between both parties, a settlement has been reached

Rejected trademark for playing pornographic edge balls

Weilong is the largest spicy snack food enterprise in China, with products mainly divided into seasoned noodle products, vegetable products, bean products, and other three categories. The main single products include large gluten, small gluten, konjac noodles, soft bean skin, etc. Liu Weiping, the founder of Weilong, started the production of spicy strips in Luohe, Henan in 2001, and established Luohe Pingping Food Co., Ltd. in September 2004.

After 2010, Weilong began to focus on building its own brand image and attempted to change consumers' traditional impression of spicy noodles and Weilong as "low-end" and "unhygienic".

After 2010, Weilong gradually invited celebrities to endorse the company's products, gradually breaking away from the low-end image of spicy noodles in the minds of consumers. Weilong's image as a leisure brand gradually established.

On the occasion of the launch of Apple's new mobile phone in 2016, Wei Long changed the transparent packaging of Spicy Strips to the black and white packaging of "Apple Style", which significantly improved Wei Long's brand style and image. Later, Wei Long also co branded with Rage Comics and China-Chic IP, and later attracted consumers by marketing hot events such as Sade and Quan Hongchan, which was called by netizens as "mudslides in the design world and brain holes delayed by Spicy Strips".

Wei Long, who tasted the sweetness of marketing, flipped over.

In March 2022, Wei Long was accused of engaging in vulgar marketing and playing pornographic fringe games due to words such as "promiscuous", "thief big", and "tough".

According to the Advertising Law, advertisements shall not obstruct public order or violate good social customs, and shall not contain obscene, pornographic, gambling, superstitious, terrifying, or violent content.

According to the intellectual property information, Luohe Weilong Trading Co., Ltd. has applied for several trademarks suspected of playing the vulgar side game, including Happy Roll Up, Thief Big, Thief Stick, Huang Bang, Hehehehe agaric, etc. The international classification is mostly convenient food and food.

However, these trademarks have not been approved by the Trademark Office of the China National Intellectual Property Administration and are currently invalid.

A trademark is the facade and appearance of an enterprise. Behind a successful brand is the support of thousands of patents. So, whether it's trademarks, patents, or even copyrights, all enterprises should take them seriously. Only in this way can enterprises avoid more disputes and develop better and better.

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